[Entity]

[ QUOTE ]
I still like the 3-bet.
totally disguises my hand if I hit, might get me a free card if I don't, helps to define BB's hand, 2 additional callers coming along for the ride, I've got position....

[/ QUOTE ]

It's bad dude. Your outs are tainted. J's are certainly tainted. Diamonds are tainted. There are plenty of redraws on this board -- a hand like KQ is very plausible. You're not getting a free card on this board very often at all. Your equity is not good with the pot being 4-handed (welcome to why we don't play 98o in this situation when we can avoid it).

Here's your equity if BB has something like: an overpair, a set, top pair, or a gutshot with overcards (AQ/AK), SB has a few potential diamond draws, top pair, two pair, a straight draw, and if UTG has completely random suited cards.

Hand 1: 35.7171 % 34.83% 00.93% { TT+, AJs+, KQs, AJo+, KQo }
Hand 2: 28.8821 % 26.27% 02.64% { Ad4d, KJs, QJs, JTs, 9d4d, 7d3d, KJo+, QJo, JTo, T9o, 98o }
Hand 3: 16.7037 % 16.07% 00.65% { A2s+, K2s+, Q2s+, J2s+, T2s+, 92s+, 82s+, 72s+, 62s+, 52s+, 42s+, 32s }
Hand 4: 18.6971 % 16.72% 02.00% { 9c8h }